Industrial and Macroeconomic Context
Morocco has undergone a profound industrial transformation in less than two decades, establishing itself as a manufacturing hub for the automotive sector across Africa. Since 2023, this sector has surpassed phosphate exports. It has become the country’s leading export sector with approximately $14 billion (approximately MAD 141.7 billion), up 27% from the previous year.
By 2024, automotive exports had reached approximately $17 billion (MAD 157 billion), up 6.3% compared to 2023.
This rise has been encouraged by forward-looking government policies: tax exemptions on new installations, industrial free zones, investments in infrastructure, and free trade agreements with the EU, the US, and African and Arab countries.
Structure of the Moroccan Automotive Sector
Two main hubs drive the sector:
- Tangier Automotive City hosts the Renault-Nissan site, built in 2012, with an initial capacity of around 170,000–400,000 vehicles per year and a vast network of suppliers: Yazaki, Magneti Marelli, Valeo, Denso, etc. The Stellantis plant in Kenitra, operational since 2019, reached a production capacity of 200,000 vehicles as early as 2020, with models such as the Peugeot 208, the Citroën C4 Aircross, and the Peugeot 308.
- The Stellantis Kenitra plant, operational since 2019, reached a production capacity of 200,000 vehicles in 2020, with models such as the Peugeot 208, Citroën Ami, Opel Rocks-e, and Fiat Topolino. A €1.2 billion investment is enabling expansion to 535,000 units per year, with electric and hybrid engine production, and a local integration rate of 75% expected by 2030 (currently around 69%).
Total production in 2024 has already surpassed that of South Africa, and average annual growth of 5.6% is expected until 2034.
A Growing Industry: Components and Aftermarket
Over 250 suppliers operate in the components sector: from wiring to electronics, plastic molding, and metalworking for seats, dashboards, and advanced systems. The local integration rate has already reached 60% and is expected to reach 80% by 2030.
Morocco’s domestic market has more than 4 million vehicles in circulation, fueling growing demand for OEM and aftermarket parts, both for local consumption and for re-export.
The Sector Crisis in Italy
- After years of difficulties, the Italian automotive sector is now facing an unprecedented crisis, a “perfect storm.”
- The presence of high-quality businesses remains very broad and diversified, with over 230,000 companies in the components and aftermarket sectors, employing over 400,000 people, with a high propensity to export (50%).
- In recent analyses, one-third of companies in the components and aftermarket sectors say they are looking for new opportunities in markets other than the EU and the US.
- Roncucci&Partners has prepared a plan to explore the Moroccan market with a view to expanding into the African continent.
Possible Entry Routes for Italian Companies
Italian companies can effectively position themselves in three main areas:
- Integration into the local supply chain. Car manufacturers and Tier 1 suppliers in Morocco are increasing the localization rate of supplies (target: 80% by 2030). Italy is renowned for its excellence in mechanical components, precision, and electronics. SMEs can enter as Tier 1 suppliers or subcontractors, either directly or through local partnerships.
- Aftermarket and spare parts exports. Demand for spare parts for European, Japanese, and Korean vehicles is growing. Italian companies can stand out for their quality and reliability, including through expanding digital channels.
- Industrial collaborations in free zones. Tax breaks, facilitated logistics (e.g., the port of Tanger Med, capable of handling over 1 million vehicles per year), and competitive labor costs are available for local assembly or small plants in free zones.
Risks and Strategic Levers to Consider
Asian and Turkish competition is particularly aggressive in terms of pricing. In addition, reliable local partners are needed to deal with regulations, certifications, and technical compliance.
Key success factors include niche specialization, higher product quality, a commercial presence in the territory, joint ventures, ongoing technical training and after-sales support, as well as participation in trade shows such as Auto Expo Casablanca and SIAM Meknès.
Operational Recommendations and Entry Strategies
To successfully enter the Moroccan market, it is crucial to:
- Start with an in-depth analysis of the industrial clusters in the country. This can be done using reliable institutional sources such as AMICA (Association Marocaine pour l’Industrie et la Construction Automobile) and the Moroccan Ministry of Industry portal, which provide up-to-date data on local demand and production structure.
- This should be accompanied by active participation in trade fairs and international missions, often organized by ICE and Confindustria, which represent a strategic opportunity to build direct relationships with buyers, potential partners, and players in the supply chain.
- Another key factor is the choice of reliable local distributors who can guarantee a solid presence in the spare parts and aftermarket, without neglecting the need to set up an efficient and visible after-sales service.
- At the same time, it may be advantageous to consider setting up light manufacturing facilities, especially within free trade zones, which allow companies to benefit from tax and logistical incentives, thus facilitating activities such as assembly, logistics, or regional distribution.
- Finally, building a perception of quality and reliability also involves offering technical training and after-sales marketing services, which can be a distinctive feature compared to the competition, helping to strengthen market confidence and consolidate lasting relationships with customers and stakeholders.
A Disruptive Proposal: A Hub for Italian Businesses
Roncucci&Partners has developed an innovative proposal that is attracting growing interest: the creation of a hub in Morocco for Italian and Moroccan companies specialising in components and after-market services.
This hub would make it possible to:
- build bilateral relationships
- provide consulting and guidance services
- ensure collective participation in research and innovation projects
- train managers and skilled workers on site, including through the involvement of universities and competence centers in both countries.
A Platform for Cooperation
The project aims to create an integrated platform for cooperation between Italy and Morocco in support of the automotive sector for technology transfer, training, and the development of partnerships.
This hub would enable dialogue and cooperation between the Italian and Moroccan institutional and business systems, facilitating the development of industrial and commercial relations between the sectors of the two countries in aggregate form.
A Service Center for Internationalization Processes
A key element of the initiative is the creation of a Service Center for “collective” internationalization paths, tailored to the product, level of maturity, and specific objectives of each company.
Guaranteed Services
The services provided by the hub are as follows:
- Personalized consultancy for entering the Moroccan market:
- Pre-feasibility study,
- approach to the country (economy, regulations, commercial customs and practices),
- an approach to corporate culture and business in Morocco, with a focus on the local automotive supply chain;
- Personalized analysis of the company or product for the local market;
- Definition of the strategy for entering the Moroccan market, with support for entry into the Moroccan market through:
- Search for partners, buyers, dealers;
- Organization of targeted B2B meetings with local counterparts in Morocco;
- Company visits in Morocco;
- Consolidation of partnerships, up to and including support in the negotiation and formalization of commercial and production partnerships, joint ventures, and acquisitions.
A Triple Objective
This platform has three purposes:
- to support Italian companies in accessing this strategic market by providing targeted, customized, and collective services;
- to strengthen Italy’s role in the global automotive supply chain through a cooperative approach and the creation of industrial alliances;
- to create a concrete accelerator for the international projection of Made in Italy. This hub is an industrial, technological, educational, and cultural bridge that allows Italy to play a leading role in the evolution of African mobility.
Roncucci&Partners alongside Italian companies
In a rapidly changing context such as Morocco, seizing the right opportunities requires strategic vision, knowledge of the territory, and the ability to adapt. Roncucci&Partners supports Italian companies that intend to internationalize, offering tailor-made operational support: from market analysis to the identification of local partners, to the management of industrial and commercial projects on site.
With a multidisciplinary team and an established presence in North Africa, we support SMEs and large groups in defining the best strategies for access, investment, and sustainable growth in new emerging markets such as Morocco.
Related Articles:
